What do I have to do to make you love me? Brand experience as an antecedent of brand love in a retail fashion brand
Framed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer l...
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| Outros Autores: | , |
| Formato: | conferenceObject |
| Idioma: | eng |
| Publicado em: |
2018
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| Assuntos: | |
| Texto completo: | http://hdl.handle.net/11328/2239 |
| País: | Portugal |
| Oai: | oai:repositorio.uportu.pt:11328/2239 |